Wow, Southwest Airlines has made an announcement that doesn’t involve changing its entire business model, for once!
In this post:
Southwest will serve Peet’s coffee as of August 13, 2025
Southwest Airlines and Peet’s Coffee are launching a partnership. As of August 13, 2025, Peet’s coffee will be served onboard all Southwest flights with a beverage service, representing the first time that the coffee roaster is partnering with a major US airline. Currently, the Dallas-based airline serves Community Coffee.
Southwest will be serving Peet’s “Off The Grid” blend, which is a medium roast that was recently introduced. This blend “features the fruit-forward notes of Colombian beans with the caramelized sweetness from El Salvador, delivering a balanced yet complex flavor profile designed to satisfy a broad range of palates.”
It’s also noted that Peet’s is available in 25 airports served by Southwest, including Denver (DEN), Houston (HOU), and Phoenix (PHX), where Southwest has some of its largest operations.
Here’s how Tony Roach, EVP of Customer & Brand at Southwest, describes this partnership:
“We are enhancing our inflight experience to better serve our Customers. A great cup of coffee goes a long way in creating a comfortable and enjoyable flight —and it’s just one part of our broader effort to elevate our Customers’ journey with us.”
Here’s what Eric Lauterbach, CEO of Peet’s Coffee, had to say:
“This is a defining moment for Peet’s. To be part of every Southwest flight means more than expanding our reach – it’s about creating memorable coffee moments in the skies. This partnership introduces the Peet’s experience to millions of new consumers as part of their daily ritual in a way that’s personal and meaningful. Most importantly, it brings the rich, bold flavor of Peet’s wherever their journey takes them.”
I always appreciate airline coffee partnerships!
Southwest is hardly the first carrier to have a partnership with a major coffee brand. Delta serves Starbucks, United serves illy, JetBlue serves Dunkin’, Alaska serves Stumptown, etc. On the surface, it’s a nice, mutually beneficial, marketing arrangement.
However, one certainly wonders if any drip coffee consumed onboard a plane makes someone more likely to buy a cup on the ground. After all, airplane coffee rarely tastes great, and typically won’t be as good as coffee on the ground. So it’s a bit of a strange way to “showcase” a brand. And that says nothing of how gross airplane coffee is, as airplane water tanks aren’t particularly clean, and neither is the equipment being used.
That’s why I appreciate when airlines put effort into offering good alternatives, ranging from espresso-based drinks (which aren’t as dependent on water tanks) to cold brew (which is pre-bottled). However, I’m not expecting that from Southwest, at least on a complimentary basis. The airline did try to sell (very sugary) iced coffee for some time, but that has been cut.
While I think all airplane coffee isn’t great, there’s no denying that they’re not all created equal. For example, I think that JetBlue’s Dunkin’ coffee is a bit better than what you’ll find on other carriers. I also appreciate how Alaska and Stumptown have a custom blend for their partnership, specifically intended to factor in how taste buds are impacted by altitude.
Now, I can’t say I’m a huge Peet’s fan, personally. I’m also not a huge Starbucks fan. Among drip coffee, I prefer Dunkin’ (don’t @ me) or Stumptown.
Bottom line
As of August 13, 2025, Southwest will start serving Peet’s Coffee inflight, replacing Community Coffee. I don’t have terribly strong feelings about this, as neither brand gets me very excited (though of course that’s all highly subjective). Either way, if you’re a Southwest flyer, expect some coffee changes soon!
What do you make of Southwest partnering with Peet’s?
I haven't had the "Off the Grid" blend, but I'd think in the air, you'd want a darker roast.
The senses are dulled at high relative altitudes, which means you need more flavor.
That is why bloody Mary mix (spicy tomato juice) is popular in the air, even amongst those people who never drink it at sea level.
Curry is always a solid meal choice at altitude because it normally comes relatively well-seasoned, and...
I haven't had the "Off the Grid" blend, but I'd think in the air, you'd want a darker roast.
The senses are dulled at high relative altitudes, which means you need more flavor.
That is why bloody Mary mix (spicy tomato juice) is popular in the air, even amongst those people who never drink it at sea level.
Curry is always a solid meal choice at altitude because it normally comes relatively well-seasoned, and it reheats well.
There's nothing wrong with the Peet's collaboration, but I'd think a dark roast would do better in the air.
Alfred Peet was one of the pioneers of the "Specialty Coffee" movement in the US. (Disclaimer: his original store is just a few blocks from my home.). His assistants went on to found the original Starbucks before selling it to Howard Schultz, in order to focus on running Peet's. (Howard, meanwhile, turned *$ into "Charbux" and made millions selling milk). Years ago, in 2012, Peet's was acquired by JAB Holding, a German investment company which...
Alfred Peet was one of the pioneers of the "Specialty Coffee" movement in the US. (Disclaimer: his original store is just a few blocks from my home.). His assistants went on to found the original Starbucks before selling it to Howard Schultz, in order to focus on running Peet's. (Howard, meanwhile, turned *$ into "Charbux" and made millions selling milk). Years ago, in 2012, Peet's was acquired by JAB Holding, a German investment company which also owns Jimmy Choo, Bally, and several other high-end brands.
I agree with others who have said Peet's in airports is horrible. But, as with all concessions, Peet's isn't operated by Peet's in airports. That aside, it's also (IMHO) not as good as it once was in its own stores/cafés. I will occasionally buy a cup of coffee from that original Peet's, but I generally prefer other, smaller roasters for use at home and other cafés for my espresso away from home.
Now, as much as I love New Orleans, Peet's is DEFINITELY BETTER than Community Coffee...and certainly better than Dunkin', while I will avoid even more than Charbux! But all this is MEANINGLESS until airlines do something about their water tanks!
Can't we all just agree it mostly tastes like s**t and serves mostly to keep us regular?
Walnut & Vine in Berkeley!
I watched " The Profit" hosted by Marc Lemonis on CNBC, around a decade ago, when he bought out Peet's coffee's one co-owner and helped the other launch and expand it. I don't drink coffee so I have no comment on any coffee's flavor.
I watched " The Profit" hosted by Marc Lemonis on CNBC, around a decade ago, when he bought out Peet's coffee's one co-owner and helped the other launch and expand it. I don't drink coffee so I have no comment on any coffee's flavor.
Love peet's but the ones at various airports seem horrendous. I'm not sure what beans they're getting or how they're brewing it but I have not had good peet's at most Airports.
But I like peet's being a chain and still making attempts to retain single origin coffees sourced responsibility. Albeit its mainly their subscription coffee and not the supermarket stuff. Still I rather have their worse coffee than most chains.
Now if...
Love peet's but the ones at various airports seem horrendous. I'm not sure what beans they're getting or how they're brewing it but I have not had good peet's at most Airports.
But I like peet's being a chain and still making attempts to retain single origin coffees sourced responsibility. Albeit its mainly their subscription coffee and not the supermarket stuff. Still I rather have their worse coffee than most chains.
Now if only it's on a better airline because I stopped using SW since their cancelation fiasco a few years ago
That's putting lipstick on a pig.
I am a " Seattles Best" guy myself, but Peets is really good and while I am not a WN flyer, it's nice to see the improvement
Peet's is a step up from Community.
The bigger issue is that WN's cups are small and they can't fill them anywhere close to being full given that they are carried on a tray from the galley.
and, as Timtam says below, US airlines are required to have potable water standards in their tanks which is why you don't see the labels on US airlines that are on foreign airlines advising not to drink the water.
The Search Engine Podcast did a rather interesting hour on this very topic. https://pjvogt.substack.com/p/wait-should-i-not-be-drinking-airline
TLDR: Drink the coffee on the plane if you want.
But Dunkin, oh my
All this pearl clutching about potable water quality on planes really perplexes me. I’m sorry, but I don’t necessarily think flight attendants are the experts qualified to say aircraft water tanks are “never cleaned” - the EPA (not sure why it’s not the FDA, but… whatever) requires US Airlines to flush and sanitize their tanks quarterly** and there is no documentation of them taking any administrative action for failures to do so. There has also...
All this pearl clutching about potable water quality on planes really perplexes me. I’m sorry, but I don’t necessarily think flight attendants are the experts qualified to say aircraft water tanks are “never cleaned” - the EPA (not sure why it’s not the FDA, but… whatever) requires US Airlines to flush and sanitize their tanks quarterly** and there is no documentation of them taking any administrative action for failures to do so. There has also never been a documented case of anyone becoming ill from drinking plane water, and standards for water on aircraft date to the 1940s and underwent a significant overhaul in 2009-2011.
Maybe I’m totally wrong - I’d love to be proved wrong and see an ACTUAL SOURCE other than from a flight attendant or Fox Gnus showing actual data including ppm values of bacteria that plane water is dirty.
Am I going to fill my water bottle from a lav sink? No, but that’s because I don’t trust the cleanliness of the tap in the lav, not because I think the water coming out of the tank is unsafe. Well, that, and let’s be honest there isn’t a lav sink in the sky today deep enough to fit a water bottle into!
Getting back to the article, it’s a significant investment for Peet’s to start up manufacturing coffee filter packs suitable for airplane use. Good for them I suppose, but I think their coffee is about as bitter as it comes.
[**Airlines can choose to flush and sanitize water tanks annually instead of quarterly, but only if they submit to monthly water testing.]
People scream about potable water quality then order double Woodfords in the SkyClub and onboard. With all we know about the long-term effects of alcohol and emergent cancer rates, it's absurd.
@Santos such a dichotomy - you say you don’t drink coffee and nobody gives it a second thought but say you don’t drink alcohol and have to play 20 questions.
It’s hard to imagine the discussion within Peet’s brand marketing team allowing a tie-up with the damaged Southwest brand. You’re only as good as the company you keep…
Peet's coffee is not great tbh.
Would be interesting if they ditch Chase and pursue a Capital One card though. Capital One and Peet's are joined at the hip
Westjet used MacCafe